KEY CAMPAIGN MESSAGES
At Match we believe that putting yourself first is the key to unlocking who you really are, what you want, what you need, and how to ask for it. The best relationships show up when you show up for yourself first. If you believe this too, Match is the place for you.
Match is the place where:
Key Differentiators:
Upcoming Brand Campaign narrative; launching 10/18:
Match believes the most important relationship is with yourself. So we say: In a world where you can choose to do anything – or anyone– choose to do you first. Doing you is the key to unlocking who you really are, what you want, what you need and how to ask for it.
The best relationships show up when you show up for yourself first, because dating someone who is unapologetically themselves - someone who knows exactly who they are and what they want - it's sexy as hell.
REFERENCE VIDEOS FOR INSPIRATION OR TONE:
BRAND BACKGROUND
Match is now fully accessible to everyone (via their free version), and with features like Vibe Check (video chat), IRL events and dating experts at your fingertips – the product is fully primed for singles in the current climate. However, the brand continues to overcome emotional perceptions from the last decade that act as barriers to product adoption today, namely that there “aren’t people like me” on the platform, Match is/was “my mom’s dating site” and product barriers around paywalls and ease of use. In order to change this perception, we need to increase new high quality members on the product, and deliver them matches that resonate.
We launched the Adults Date Better campaign in August of last year to reframe perception around who Match is for and our brand stance. The idea of emotional maturity is clearly resonating with singles, especially in this post-pandemic period, where time is valuable,
priorities have shifted and there is very little room for BS when it comes to dating. Based on messaging we’ve tested, we’ve found that singles resonate more with the lighter nature of real-life adult dating behavior over the sometimes emotional, sentimental moments that
deal with tougher issues.
To address the perception challenges above, Match is undergoing a brand refresh, evaluating and updating key brand identity elements like mission, brand promise & value prop, brand values and more. This crucial identity work is in progress, but we know that the concept
of emotional maturity is one that will continue to be a primary pillar for Match.
You must plan on providing a secure option for remote viewing during production. See Executional Mandatories for more information.
If you're single, dating apps have become a fundamental part of the modern dating experience, and it's become something that anyone can relate to, especially as it's made its way into the broader world of pop culture. Match has been there since the beginning, but they've evolved tremendously since, and now they want to change the perception that Match is "your mom's dating site."
For this project, Match is looking for a fun and light broadcast video (and potentially some social content as well) that ultimately leads to app registrations, and that communicates the idea that Match is the place for emotionally mature singles. This isn't about hookups or casual flings, and while most people have already heard of Match, the brand wants to be top of mind for high quality, relationship-focused singles.
We need something that feels clever and unexpected - something that's going to be unique to Match, that's going to break through and stay with the viewer. There's a lot of testimonial style dating content out there, so we definitely want to stay away from that, but it's still very important that your video also feels relatable, because viewers need to see themselves in these videos. Think about common behaviors associated with modern dating culture that people will relate to, and consider how you might incorporate a humorous approach that doesn't take itself too seriously. Please avoid negative representations of being single or making fun of other dating apps.
Creatively, everything is on the table stylistically and narratively. That means live-action, motion graphics, and hybrid productions are all worth considering in some way, and the sky's the limit on how you bring this project to life.
In addition to the main :30 broadcast spot, Match would like two short vertical videos that use the same actors but in a different scenario, and in an execution that is highly specific to TikTok and Instagram Reels. They will NOT consider a simple reframe or a cutdown of the broadcast spot, and if you are unable to deliver effectively on the vertical executions, then this is NOT guaranteed to be a part of your project scope, and your budget will be reduced by about $12,000. We highly encourage you to bring on a social specialist who has experience creating engaging and high-performing TikTok content. Please talk to how you will bring the social-first content to life, including examples of how your social media specialist has done so in the past.
Check out more information in the Background, and for any questions or other project updates, check out the Project Forum.
DELIVERABLES: There are 8 total video assets.
TIMELINE: Full project timeline
EXPOSURE:
TARGET AUDIENCE:
TONE:
EXECUTIONAL MANDATORIES:
OPEN BID:
Shooting live action or stop motion? Our priority is ensuring everyone's safety, and we're now requiring a COVID safety protocol plan for all relevant productions. Please review our COVID-19 Production Safety Guide and check federal, state, and local rules before and during your shoot to make sure your on-set protocols are up to date. We're working hard to keep people working during this extraordinary time, and you should ensure your submission is executable within the anticipated timeline and budget, while also ensuring everyone's safety.
In order to be considered for this project, you must include the below materials in your pitch submission. For examples of effective pitches, check out this gallery.